WOODEN watches, though a novelty, carry a heightened sense of connection to Mother Nature while expressing a person’s interest in sustainable practices.

Local lifestyle brand Project Woodworks is challenging the status quo with its range of designer watches made from wood.

“We wanted to create a wow factor for our products. In Malaysia, consumers either do not care or do not want to learn more about it. This works to our advantage as it means our ideas are fresh,” explains co-founder Bryan Chang.

PWW Worldwide Enterprise, the owner of Project Woodworks, is helmed by co-founders Zac Tan, Chang and sustainable officer Wallace Fong, all of whom are childhood friends.

The brand was launched in October last year but the initial planning and development can be traced back to 2015.